Measure then Manage

1. Turning Web Analytics into Action Measure then Manage

2. “Count what is countable, measure what is measurable.”

3. “What is not measurable, make measurable”

6. Power Tools • Tag based • Real time • Geo tracking • Conversion tracking • Segmentation • … • Metrics that matter

7. Power Tools • Omniture • CoreMetrics • WebTrends • Google Analytics • ClickTracks • FireClick

8. What should I measure? Metrics That Matter

9. What’s the most important metric to track on your website?

10. Most Important Metric • Visits • Unique visits • Time spent on site • None of the above There’s no such thing as most important

11. Setting Goals

12. S.M.A.R.T. Goals • Specific • Measurable • Agreed upon • Relevant • Time-based

13. Signals of Intent to Travel

14. Why You Need to Care • Common & consistent • ROI • Improve performance • Spend more wisely

15. What You Can Measure • Banners • SEM • Content • Social Media • PR • Link Management • …

16. 10 Commonly Used SITs 1. Ordering a visitor guide online

17. 10 Commonly Used SITs 2. Signing up for an email newsletter

18. 10 Commonly Used SITs 3. Visiting a deals, specials or packages page

19. 10 Commonly Used SITs 4. Visiting the detailed listing page of a hotel, activity or event

20. 10 Commonly Used SITs 5. Reaching a defined stage in any online booking tool that is available on your site

21. 10 Commonly Used SITs 6. Downloading a brochure, map or other file from your Web site

22. 10 Commonly Used SITs 7. Clicking through to a hotel or activities’ external booking or information page

23. 10 Commonly Used SITs 8. Seeking more information from your DMO, Visitor Center, etc.

24. 10 Commonly Used SITs 9. Asking a question of an online expert or other users

25. 10 Commonly Used SITs 10. Posting a photo, video, trip report, review or rating

26. Measuring Visitation

27. Visits, Uniques, Pageviews

28. Referring Domains • Original Referrers = “how did you find us?” • Targeted Ad Investment • Affiliates • Lifetime Value • Referring = Direct response • SEM keywords • Display Advertisements • Partnerships

29. Search Engines & Keywords

30. Visit Depth

31. Geosegmentation

32. Measuring Engagement

33. Bounce Rates

34. Time Spent per Visit

35. Page Flow

36. Rich Media Engagement

37. Segmentation

38. Segmentation Visits, Uniques and Pageviews Referring Domains and Search Engines Geography Bounce Rate Time Spent Engagement Conversions

39. Segmentation Chicago Visits, Uniques and Pageviews Referring Domains and Search Engines Geography Bounce Rate Time Spent Engagement Conversions

40. Segmentation Banner Respondents Visits, Uniques and Pageviews Referring Domains and Search Engines Geography Bounce Rate Time Spent Engagement Conversions

41. Audience and Competition

43. What do I do with all this? Metrics In Action

44. Dashboard Reporting

47. Site Optimization

48. Landing Pages A B 62% 29% D C 50% 65%

49. ROI Impact • $200,000 spend • 250,000 visits • 65% = $2.28/ea. • 29% = $1.10/ea.

50. Offline Optimization